PR AND ADVERTISING: Many people consider public relations and advertising as almost synonymous, probably because there is an element of information and persuasion inherent in both.
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- PR is winning of public acceptance by acceptable performance without any idea of instant tangible gain.
- Advertising is any paid form of non-personal presentation and promotion of ideas, goods or services by any identified sponsor. Although some advertisements seek to inform an even educate, there is an immediate, commercial goal behind most.
- PR does, of course, provide support to marketing activities but it has a wider prospective and is broader in scope and vision.
- Advertising is essentially a tool of marketing along with product, price, packaging and place (distribution).
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- PR is a management function.
- Advertising is a marketing function.
- Every organization has a public perception and consequently public relations.
- Advertising may or may not be used by an organization.
- PR presents its messages to specialize external audiences and internal publics.
- Advertising is addressed to external audiences, primarily consumers of goods and services.
- PR message is largely a matter of credibility.
- Advertising messages are mostly emotive and strident.
- PR is more proactive than advertising. It involves anticipating, diagnosing problems and then providing solutions
- Advertising involves directly acting upon the briefs or problems presented by the client.
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